Sr Analyst, Marketing Science

The Senior Analyst of Marketing Science at Yahoo will integrate marketing analytics, data science, and experimentation to measure, optimize, and forecast marketing impact. This role involves leveraging advanced analytical techniques to inform budget allocation, audience strategy, and channel optimization. Key responsibilities include cohort and customer analytics, experimentation, causal measurement, advanced modeling, reporting, and stakeholder partnership to drive data-driven decisions.

Must Have

• Develop and maintain cohort frameworks
• Build and operationalize LTV models
• Build propensity-to-engage/convert models
• Identify and refine high-value actions (HVAs)
• Design and analyze A/B tests
• Lead incrementality testing
• Design and execute GeoLift/geo-experiments
• Build Marketing Mix Models (MMM)
• Build and maintain automated dashboards and reports
• Own recurring performance readouts
• Collaborate with cross-functional teams
• Communicate complex analytical findings
• Advocate for data-driven decision-making
• 4-6 years experience in marketing analytics/data science
• Proficiency in SQL, R, Python, or Java
• Proficient in Tableau, Looker
• Experience with cohort segmentation, LTV, and propensity models
• Experience with A/B, incrementality, and GeoLift testing
• Experience with Marketing Mix Models (MMM)

Good to Have

• Bachelor’s degree in Statistics, Mathematics, Economics, Engineering, Information Management, Social Sciences, Business, or Marketing is preferred

Perks & Benefits

• Healthcare
• 401k
• Backup childcare
• Education stipends

Position Overview

The Senior Analyst of Marketing Science will sit at the intersection of marketing analytics, data science, and experimentation, helping shape how we measure, optimize, and forecast the impact of marketing across channels. The ideal candidate will leverage advanced analytical techniques to directly inform budget allocation, audience strategy, and channel optimization.

This role requires a strong foundation in cohort segmentation, lifetime value modeling, propensity modeling, and experimentation frameworks, with hands-on experience in Geolift testing and Marketing Mix Modeling (MMM).

Key Responsibilities:

• Cohort & customer analytics
• Develop and maintain cohort frameworks to understand acquisition, engagement, retention, and churn across key marketing channels.
• Build, validate, and operationalize LTV models that inform budget allocation, media efficiency, and payback windows.
• Build propensity-to-engage/convert models and surface audiences that can be activated across paid media, CRM, and onsite experiences.
• Identify and continuously refine high‑value actions (HVAs) that best predict downstream LTV, retention, and revenue, and translate them into marketing optimization levers.
• Experimentation & causal measurement
• Design, implement, and analyze A/B tests across channels (paid media, CRM, onsite), including power analysis calculations, sample‑size determination, and statistical significance assessments.
• Lead incrementality testing, including test/control frameworks and causal inference approaches to quantify true marketing lift.
• Design and execute GeoLift/geo‑experiments to measure regional marketing impact when user‑level randomization is not feasible.
• Partner with Data Science to ensure methodological rigor, documentation, and reproducibility of all experiments.
• Modeling & advanced analytics
• Build MMM models to estimate the incremental impact of media channels and inform optimal budget allocation by channel, geography, and time period.
• Retention Drivers Model (Random Forest + SHAP): Identify key behaviors, demographics, or campaign touchpoints predicting long-term retention.
• Measurement, reporting & data products
• Build and maintain automated dashboards and reports (Looker, Tableau, etc.) to measure end‑to‑end campaign effectiveness across paid media, CRM, search, and onsite channels.
• Own recurring performance readouts (weekly/monthly/quarterly), synthesizing drivers of performance, cohort trends, and test results into clear narratives for executives and cross‑functional partners.
• Work with data engineering, MarTech, and analytics partners to ensure robust instrumentation, accurate data pipelines, and consistent marketing taxonomies.
• Stakeholder partnership
• Collaborate with Growth Marketing, Brand, CRM, and Product teams to define measurement plans, success metrics, and learning agendas for major campaigns and product initiatives.
• Communicate complex analytical findings in a clear, concise way tailored to non‑technical audiences, using storytelling and data visualization to drive alignment and decisions.
• Advocate for data‑driven decision-making and experimentation culture across the marketing organization.

Requirements:

• 4-6 years of professional experience in marketing analytics, data science, or a related field.
• Proficiency in advanced data management languages such as SQL leveraging tools such as the terminal or Google Big Query.
• Familiarity with programming languages like R, Python, or Java.
• Strong written communication skills, including crafting and presenting data-driven analyses and insights to articulate performance and opportunities to key stakeholders.
• Strong verbal communication skills and adept at pitching persuasive presentations.
• Strong Strategic thinking skills, being able to articulate how social and digital recommendations will impact businesses at large
• Proficient in data visualization tools (e.g., Tableau, Looker)
• Proven experience with cohort segmentation and creating LTV models.
• Strong knowledge of propensity to engage models and identifying high-value actions.
• Hands-on experience with experimentation frameworks, including A/B testing and incrementality testing.
• Experience conducting Geolift Testing and running Marketing Mix Models (MMM).
• Strong work ethic and core values (honesty, integrity, creativity, etc).
• Bachelor’s degree in Statistics, Mathematics, Economics, Engineering, Information Management, Social Sciences, Business, or Marketing is preferred

The material job duties and responsibilities of this role include those listed above as well as adhering to policies; exercising sound judgment; working effectively, safely and inclusively with others; exhibiting trustworthiness and meeting expectations; and safeguarding business operations and brand integrity.

We offer flexible hybrid work options that our employees love! While most roles don’t require regular office attendance, you may occasionally be asked to attend in-person events or team sessions. You’ll always get notice to make arrangements. Your recruiter will let you know if a specific job requires regular attendance at an office or facility. If you have any questions about how this applies to the role, just ask the recruiter!

We are proud to be an equal opportunity workplace. All qualified applicants will receive consideration for employment without regard to, and will not be discriminated against based on age, race, gender, color, religion, national origin, sexual orientation, gender identity, veteran status, disability or any other protected category. We will consider for employment qualified applicants with criminal histories in a manner consistent with applicable law. We are dedicated to providing an accessible environment for all candidates during the application process and for employees during their employment. If you need accessibility assistance and/or a reasonable accommodation due to a disability, please submit a request via the Accommodation Request Form (www.yahooinc.com/careers/contact-us.html) or call +1.866.772.3182. Requests and calls received for non-disability related issues, such as following up on an application, will not receive a response.

We believe that a diverse and inclusive workplace strengthens and deepens our relationships. When you support everyone to be their best selves, they spark discovery, innovation and creativity. Among other efforts, our 11 employee resource groups (ERGs) enhance a culture of belonging with programs, events and fellowship that help educate, support and create a workplace where all feel welcome.

The compensation for this position ranges from $72,750.00 - $151,250.00/yr and will vary depending on factors such as your location, skills and experience.The compensation package may also include incentive compensation opportunities in the form of discretionary annual bonus or commissions. Our comprehensive benefits include healthcare, a great 401k, backup childcare, education stipends and much (much) more.

Currently work for us? Please apply on our internal career site.